The Programmatic Digest

In this episode of Programmatic Digest, Hélène sits down with Dominique Robinson, an integrated media planner at Luquire, for an insightful conversation on how media planning is evolving in today's programmatic-first world.

Dominique shares his personal journey into advertising, from early inspiration through marketing and design to building integrated media strategies that blend traditional channels like broadcast with digital and programmatic media across streaming, social, and online platforms.

Together, they break down what "integrated media planning" really looks like inside an agency — including how teams collaborate across departments, develop strategic client briefs, define audiences, and build media plans that align with both business goals and consumer behavior.

Dominique also explains how tools like Resonate help planners create detailed audience profiles and uncover where target consumers are most engaged — supporting the philosophy of truly "following the eyeballs" across channels.

The episode wraps with a thoughtful discussion on the role of AI in advertising, how teams are using tools like ChatGPT for idea generation and validation, and why human expertise and foundational planning skills remain critical as the industry shifts toward automation.

✨ And don't miss the YouTube vodcast version of this episode, where Hélène shares a live demo of the agentic DSP technology mentioned in the conversation — showing what the future of AI-powered media buying could look like in practice.

🧠 About Us:

We help historically excluded individuals break into programmatic media buying and land jobs they love. Through our Reach and Frequency® program, coaching, and community, we make learning programmatic clear, practical, and welcoming.

Our mission is simple: DSP access and education should be for everyone, not just a few. That's why we teach new talent and support independent agencies and brands through my work at Infillion (MediaMath), helping more people access the MediaMath DSP.

• Join once, stay learning forever. Past workshops, paid gems, and every new recording + resource added as we go. This library isn't a one-time thing — it's the full vault plus all future trainings, recordings, and guides.

• Access it here: heleneparker/com/library

⏱ Timestamps:

• [00:00] – Guest introduction and career origins.

• [07:45] – Defining integrated media planning and channel management.

• [11:50] – The strategy mindset: Case study on travel and tourism goals.

• [19:40] – Audience research using the Resonate tool.

• [25:35] – The "full-frontal" approach to planning and reporting.

• [36:20] – Leveraging AI and ChatGPT for plan validation.

• [43:00] – Agentic AI with the Infillion platform and streamlining the trader workflow.

• [47:15] – The impact of AI on junior talent and fundamental knowledge.

• [53:10] – Closing wisdom: "You are your greatest resource".

👤 Meet Our Guest:

Dominique Robinson – Integrated Media Supervisor at Luquire 📎 Connect on LinkedIn: https://www.linkedin.com/in/dominiquelamontrobinson/

💻 Meet The Team:

Hélène Parker – Chief Programmatic Coach 🌐 heleneparker.com🔗 LinkedIn

Manuela Cortes – Co-Host, Programmatic Digest en Español 🔗 LinkedIn

🎓 Learn Programmatic:

• For Individual Buyers: heleneparker.com/library

• Subscribe to the Newsletter: heleneparker.com/newsletter

• Be the first to find out free programmatic training workshop: https://www.heleneparker.com/waitlist/

📲 Follow Us:

🔗 LinkedIn ▶️ YouTube

🎧 Summary:

In this episode of the Programmatic Digest, Hélène sits down with Alexa Fulmer, a seasoned programmatic buyer and advocate for inclusion, to discuss what it's really like navigating agency life as a gay woman of colour. From microaggressions and being the only person of colour in the room to building confidence and community, Alexa shares her story with vulnerability, insight, and strength.

They unpack how authenticity in the workplace often comes at a cost, the emotional labour tied to identity, and why representation matters—especially in leadership. Alexa also reflects on her early career decisions, the pressure to conform, and how she now leads with empathy and purpose.

This episode is a must-listen for anyone passionate about inclusion, equity, or simply trying to show up fully in their career.

🧠 About Us:

We teach historically excluded individuals how to break into programmatic media buying and land their dream jobs. Through our Reach and Frequency® program, an engaged community, and expert coaching, we offer:

• Executive Membership – For mid- to senior-level programmatic pros seeking ongoing growth Join here

• Accelerator Program – 6-week intensive training with live coaching Sign up

• Self-Paced Course – Learn at your own speed Enroll here

⏱ Timestamps:

(00:00) – Welcome & how Hélène and Alexa connected (02:17) – Alexa's path from hospitality to programmatic media (06:28) – Publicis, programmatic vs. digital, and career pivots (09:15) – Diversity at big vs. small agencies in the US & UK (13:02) – Launching (and losing) a DEI newsletter (17:35) – Microaggressions: "Can I touch your hair?" moments (22:41) – Hélène's story on being erased in client meetings (27:15) – Allyship, proximity, and true support (30:55) – Communities to join: Our Third Place, TWIP, Sisters in Sales (35:10) – Authenticity in corporate culture: what it costs (40:27) – Advice to early career professionals: "Feel the fear and do it anyway"

👤 Meet Our Guest:

Alexa Fulmer – Programmatic Buyer & Inclusion Advocate 📎 Connect on LinkedIn

💻 Meet The Team:

Hélène Parker – Chief Programmatic Coach 🌐 heleneparker.com🔗 LinkedIn

Manuela Cortes – Co-Host, Programmatic Digest en Español 🔗 LinkedIn

🎓 Learn Programmatic:

• For Teams: heleneparker.com/workshop

• For Individual Buyers: heleneparker.com/library

• Subscribe to the Newsletter: heleneparker.com/newsletter

Our Let's Talk Curation series was created in partnership with GDB, our curated data partner, to help demystify curated audiences, what they are, how they work, and when and why you should consider using them. Check out this lesson on Curation 101. Subscribe to our YouTube channel: https://www.youtube.com/watch?v=-wJam0Sa9q4 About our Partner: https://www.gdb.net GDB is a curated audience data partner focused on combining quality inventory and audience signals to support smarter testing and cleaner measurement in programmatic campaigns. #ProgrammaticAdvertising #Curation #AdTechEducation #MediaBuying #ProgrammaticTips

Find YouTube link to watch here:

https://youtu.be/uh99t38qgxw

Shownotes

Welcome to the first Programmatic Digest episode of 2026 with Ellen Parker and Manuela Cortez. This is a quick check-in, plus a trader-friendly breakdown of the biggest 2025 shifts and what to watch in 2026.

We cover five trends from 2025 (AI everywhere, privacy and cookieless reality, CTV growth, RMNs going more programmatic, and supply quality/transparency). Then we close with three 2026 predictions: curation becoming "default infrastructure," AI as a co-pilot (not autopilot), and multi-identity strategies becoming standard.

This episode also includes the 2026 community focus: subscribe to YouTube + the newsletter, confirm your subscription, and reach out if you want to contribute (writing, audio, or guest spots).

Here's What You'll Learn

• What "AI everywhere" means for traders: less manual tuning, more strategy and interpretation

• Why privacy-first is still a day-to-day skill, even if cookies hang around longer than expected

• Why CTV is no longer "experimental" and how measurement expectations are changing

• Why more RMNs going programmatic changes how you think about signals and audiences

• What "supply quality + transparency" should actually include (fees, paths, reporting depth)

• 2026 prediction: curation becomes the baseline (SSP curation vs curation houses vs curation desks)

• 2026 prediction: AI moves from rules-based automation to agent-style workflows (co-pilot mindset)

• Why you still need foundations first (know how to do it manually before you let AI help)

Subscribe to the Programmatic Digest Podcast on your favorite platform (including Spotify) https://www.heleneparker.com/programmatic-digest-podcast/

Subscribe to the Programmatic Digest YouTube channel: https://www.youtube.com/@programmaticdigest

Join the newsletter and confirm your subscription: https://www.heleneparker.com/newsletter/

Access the Programmatic Training here: https://www.heleneparker.com/library/

No String Attached - MediaMath DSP (including Agent AI Connector): [email protected]

Timestamps

• 00:00 – Intro: Welcome to the first Programmatic Digest of 2026.

• 01:15 – Channel Updates: YouTube growth and the importance of the weekly newsletter.

• 03:30 – Hands-on Support: Tips, hacks, and activation-focused support in the newsletter.

• 05:45 – Calling for Contributors: Opportunities to host, write, and build industry authority.

• 08:20 – The Programmatic Training Library: Combining six years of workshops and courses.

• 11:00 – Micro-Workshops: Real-world DSP setup support and "programmatic ninja" coaching.

• 13:15 – 2025 Trend #1: AI Everywhere—Automated bidding, optimization, and predictive modeling.

• 16:00 – AI for Productivity: Using tools like ChatGPT to simplify industry jargon and workflows.

• 19:45 – 2025 Trend #2: Privacy-First & Cookieless—The multiple identity approach.

• 22:10 – 2025 Trend #3: CTV and Audio—Moving from experimental to action-driven channels.

• 25:30 – 2025 Trend #4: Retail Media Networks (RMN)—New players like Loves Media and Go Puff.

• 28:45 – The Value of Diversification: How audience insights drive revenue for traders.

• 31:15 – 2025 Trend #5: Supply Quality & Transparency—Demanding log-level data and fee clarity.

• 34:00 – 2026 Prediction #1: Curation as Default—SSP curation, Curation Houses, and Desks.

• 38:15 – 2026 Prediction #2: AI as Co-Pilot—Moving from "automated" to "agentic" intelligence.

• 41:30 – Media Math Agent Connector: Managing campaigns via AI prompts without UI clicks.

• 45:00 – The "Rice Cooker" Analogy: Why you must understand manual foundations before using AI.

• 48:15 – Advanced Reporting: Tying campaign data to real-world consumer behavior and brand impact.

• 51:45 – 2026 Prediction #3: Dual Identity Strategies—Using the Media Math X Graph.

• 54:30 – Under the Hood: Investigating "proprietary" tech and demanding the "Carfax" for AdTech.

• 57:00 – Final Takeaways: "Grace over Guilt" and putting your 2026 plans into action.

• 1:00:15 – Closing Encouragement: Mental and spiritual health for the year ahead

Meet The Team:

Hélène Parker - Chief Programmatic Coach

https://www.heleneparker.com/

https://www.linkedin.com/in/helene-parker

Manuela Cortes - Co-Host

Programmatic Digest In Espanol:

https://www.linkedin.com/in/manuela-cortes-

Learn Programmatic

As a TEAM: https://www.heleneparker.com/workshop/

As a Programmatic Ninja: https://www.heleneparker.com/course/

Programmatic Coaching Newsletter:https://www.heleneparker.com/newsletter/

Programmatic Digest

https://www.linkedin.com/company/programmatic-digest-podcast

https://www.youtube.com/channel/UCBGMMRsZkw0IIUbQIJmMBxw

Looking for programmatic training/coaching?

Sign up to our Accelerator Program: A 6-week structured program with live coaching, hands-on within DSP(s) exercises, and real-time feedback—perfect for those who thrive on accountability and community, and looking to grow their technical skillset

https://reachandfrequencycourse.thinkific.com/courses/program

Self-Paced Course:

Full access to course content anytime, allowing independent learners to study at their own speed with complete flexibility.

https://reachandfrequencycourse.thinkific.com/bundles/the-reach-frequency-full-course

Sign up to this FREE workshop:

https://programmaticdigest14822.ac-page.com/sell-side-workshop

YouTube Keywords

programmatic advertising, The Trade Desk, TTD update, OpenPath, SSP, reseller definition, IAB, transaction ID, TxnID, header bidding, prebid, SPO, DPO, supply path optimization, demand path optimization, PMP, curation, publisher ad stack, viewability, ad density, ad quality, InfoLinks, Magnite, AppNexus, Gamera, Programmatic Digest Podcast, Hélène Parker

Preview of the Sell-Side Foundations for Traders workshop sponsored by GDB!

Sign up to this FREE workshop: https://programmaticdigest14822.ac-page.com/sell-side-workshop

Summary: A fast, practical deep dive into how GDB redefined programmatic curation from their early roots as a DSP to becoming an SSP focused on "Curation as a Service." John Dittar and Felipe share how refining supply paths, removing low-quality inventory, and layering intelligence into deals leads to cleaner, smarter buying. They explain how curation powers stronger brand safety, reduces pre-fraud exposure, and replaces guesswork with predictable, high-performing inventory. This conversation moves beyond CTRs and surface metrics to show how curated deals create meaningful engagement, improved conversions, and simpler workflows for traders.

Here's What You'll Learn

• Curation as a Service, explained: how GDB cleans, classifies, and enhances every impression in real time.

• DSP to SSP evolution: why GDB shifted its focus to smarter supply and what that means for buyers.

• Beyond CTR: how removing low-quality inventory leads to real engagement and conversion gains.

• Operational simplicity: how curated deals reduce manual work while improving transparency and brand safety.

• Trader takeaways: how to use curation and clean supply paths to optimize faster, layer insights into DSP workflows, and focus on performance that actually matters.

Sign up to this FREE workshop:

https://programmaticdigest14822.ac-page.com/sell-side-workshop

About Us: We teach historically excluded individuals how to break into programmatic media buying and land their dream jobs. Through our Reach and Frequency® program, an engaged community, and expert coaching, we offer: Programmatic Training & Coaching: Accelerator Program: A 6-week structured program with live coaching, hands-on DSP exercises, and real-time feedback. Sign Up: https://reachandfrequencycourse.thinkific.com/courses/program

Self-Paced Course: Learn at your own speed with full content access. Enroll Here: https://reachandfrequencycourse.thinkific.com/bundles/the-reach-frequency-full-course

Timestamps

00:00 – Intro & welcome of GDB sponsors of the Sell-side foundations for traders workshop

06:13 – Curation explained: beyond the buzzword

07:35 – CTR vs. Conversions: real performance examples

13:37 – From data to insight: how curation drives smarter optimization

18:21 – Efficiency and scale: working with the right curation partner

20:48 – Collaboration, trust, and better partnerships

23:16 – Final takeaways: the "Refuse to Lose" mindset

Meet Our Guests:

GDB:

https://www.gdb.net/

John deTar:

https://www.linkedin.com/in/johndetar/

Felipe Matheus Ramos:

https://www.linkedin.com/in/boyzao/

Meet The Team:

Hélène Parker - Chief Programmatic Coach

https://www.heleneparker.com/

https://www.linkedin.com/in/helene-parker

Manuela Cortes - Co-Host

Programmatic Digest In Espanol:

https://www.linkedin.com/in/manuela-cortes-

Learn Programmatic

As a TEAM: https://www.heleneparker.com/workshop/

As a Programmatic Ninja: https://www.heleneparker.com/course/

Programmatic Coaching Newsletter:https://www.heleneparker.com/newsletter/

Programmatic Digest

https://www.linkedin.com/company/programmatic-digest-podcast

https://www.youtube.com/channel/UCBGMMRsZkw0IIUbQIJmMBxw

Looking for programmatic training/coaching?

Sign up to our Accelerator Program: A 6-week structured program with live coaching, hands-on within DSP(s) exercises, and real-time feedback—perfect for those who thrive on accountability and community, and looking to grow their technical skillset

https://reachandfrequencycourse.thinkific.com/courses/program

Self-Paced Course:

Full access to course content anytime, allowing independent learners to study at their own speed with complete flexibility.

https://reachandfrequencycourse.thinkific.com/bundles/the-reach-frequency-full-course

Sign up to this FREE workshop:

https://programmaticdigest14822.ac-page.com/sell-side-workshop

A fast, practical deep dive into The Trade Desk's move to label all SSPs as "resellers" — what that label actually means, why it has a bad rap, and where it's fair vs. misleading. Gareth breaks down value-add resellers (e.g., unique widgets/placements) vs. pure pass-through reselling, explains OpenPath in plain English, and demystifies the Transaction ID debate: what it is, why TTD wants it, and how it impacts buy-side efficiency and supply transparency.

We wrap with actionable steps for traders — how to pressure-test paths, when to go direct with publishers/PMPs, and how to optimize beyond a basic domain list.

Here's What You'll Learn

• Reseller ≠ automatically bad: the original IAB intent vs. today's nuanced reality.

• OpenPath vs. exchanges: what "direct to publisher" actually changes (and what it doesn't).

• Transaction ID, explained simply: one auction ➝ one ID ➝ fewer dupes and smarter SPO.

• How to buy smarter right now: talk to publishers, ask for goal-specific PMPs, and evaluate placements/experiences — not just domains.

• Buyer playbook upgrades: site list ➝ supply-path & placement-level decisions; pair KPI outcomes with quality signals (viewability, density, layout).

Sign up to this FREE workshop:

https://programmaticdigest14822.ac-page.com/sell-side-workshop

About Us: We teach historically excluded individuals how to break into programmatic media buying and land their dream jobs. Through our Reach and Frequency® program, an engaged community, and expert coaching, we offer:

Programmatic Training & Coaching: Executive Membership: for the busy mid-level to senior or director-level programmatic ninja looking for a structured, high-impact way to stay ahead of evolving trends, sharpen your optimization skills, and connect with like-minded experts. Join Here: https://programmaticdigest14822.ac-page.com/executivemembership

Accelerator Program: A 6-week structured program with live coaching, hands-on DSP exercises, and real-time feedback. Sign Up: https://reachandfrequencycourse.thinkific.com/courses/program

Self-Paced Course: Learn at your own speed with full content access. Enroll Here: https://reachandfrequencycourse.thinkific.com/bundles/the-reach-frequency-full-course

Timestamps

00:00 – Intro & why this special episode

02:05 – Gareth's background (AppNexus ➝ RTK ➝ Magnite ➝ Gamera)

07:45 – "Reseller" 101: what the IAB meant vs. how it's used today

12:30 – Value-add resellers & unique placements (widgets, comments, InfoLinks)

18:20 – Why TTD labeled SSPs as resellers; how OpenPath fits

23:40 – Optics, trust, and buyer confusion: are we only supposed to buy OpenPath?

28:15 – Transaction ID in plain English + why it matters for SPO

34:50 – What changes for traders day-to-day (and what doesn't)

39:25 – Practical playbook: talk to publishers, ask for KPI-aligned PMPs

44:10 – Gamera's approach to real-time, on-page quality signals

49:00 – Final takeaways & where buyers should focus next

52:30 – How to reach Gareth (site & LinkedIn)

Meet Our Guest:

Gareth Glaser – CEO of Gamera

https://www.linkedin.com/in/garethglaser

Meet The Team:

Hélène Parker - Chief Programmatic Coach

https://www.heleneparker.com/

https://www.linkedin.com/in/helene-parker

Manuela Cortes - Co-Host

Programmatic Digest In Espanol:

https://www.linkedin.com/in/manuela-cortes-

Learn Programmatic

As a TEAM: https://www.heleneparker.com/workshop/

As a Programmatic Ninja: https://www.heleneparker.com/course/

Programmatic Coaching Newsletter:https://www.heleneparker.com/newsletter/

Programmatic Digest

https://www.linkedin.com/company/programmatic-digest-podcast

https://www.youtube.com/channel/UCBGMMRsZkw0IIUbQIJmMBxw

Looking for programmatic training/coaching?

Sign up to our Accelerator Program: A 6-week structured program with live coaching, hands-on within DSP(s) exercises, and real-time feedback—perfect for those who thrive on accountability and community, and looking to grow their technical skillset

https://reachandfrequencycourse.thinkific.com/courses/program

Self-Paced Course:

Full access to course content anytime, allowing independent learners to study at their own speed with complete flexibility.

https://reachandfrequencycourse.thinkific.com/bundles/the-reach-frequency-full-course

Sign up to this FREE workshop:

https://programmaticdigest14822.ac-page.com/sell-side-workshop

In this episode of the Programmatic Digest, host Helene Parker sits down with Jana Meron, programmatic veteran and sell-side expert, for a deep dive into how the buy side and sell side can finally bridge the gap.

This episode serves as a preview of their upcoming joint workshop — The Sell-Side Programmatic Foundation for Buyers — designed to help traders, buyers, and ad ops professionals better understand how publishers, SSPs, and ad tech integrations actually work.

Jana shares her fascinating career journey, from early media buying days to leading programmatic and data operations at Business Insider and The Washington Post. She brings her insider perspective on what really happens behind the publisher ad stack, the complexity of SSP integrations, and how demand path optimization (DPO) mirrors the buy-side's supply path optimization (SPO).

Together, Helene and Jana explore:

• The disconnect between buy-side traders and sell-side ops teams

• How publisher ad stacks function behind the scenes

• The real meaning of SPO vs. DPO

• What "wrappers," "pre-bid," and "open bidding" actually mean in practice

• Why traders should collaborate directly with publishers (not just SSPs)

• How building relationships with publishers strengthens campaign results

• Why understanding the sell side helps buyers optimize smarter

Whether you're a buyer, trader, or publisher, this conversation will transform how you see the other side of the programmatic equation — and why it's time to build more collaboration, transparency, and trust across the ecosystem.

Sign up to this FREE workshop:

https://programmaticdigest14822.ac-page.com/sell-side-workshop

About Us: We teach historically excluded individuals how to break into programmatic media buying and land their dream jobs. Through our Reach and Frequency® program, an engaged community, and expert coaching, we offer:

Programmatic Training & Coaching: Executive Membership: for the busy mid-level to senior or director-level programmatic ninja looking for a structured, high-impact way to stay ahead of evolving trends, sharpen your optimization skills, and connect with like-minded experts. Join Here: https://programmaticdigest14822.ac-page.com/executivemembership

Accelerator Program: A 6-week structured program with live coaching, hands-on DSP exercises, and real-time feedback. Sign Up: https://reachandfrequencycourse.thinkific.com/courses/program

Self-Paced Course: Learn at your own speed with full content access. Enroll Here: https://reachandfrequencycourse.thinkific.com/bundles/the-reach-frequency-full-course

Timestamps

00:00 – Welcome & Guest Intro 03:14 – Jana's Career Journey: From Media Buyer to Programmatic Leader 08:33 – How the Sell-Side Ad Stack Actually Works 13:22 – SPO vs. DPO: What's the Difference? 19:45 – What Buyers Need to Know About Publisher Integrations 25:08 – How Traders Can Communicate Directly with Publishers 30:41 – Building the Bridge Between Supply & Demand 36:28 – Why Collaboration and Education Are the Future of Ad Tech 40:55 – Workshop Preview: The Sell-Side Programmatic Foundation for Buyers 45:12 – Closing Thoughts & Sponsor Shoutout

Meet Our Guest:

Jana Meron – Programmatic & Data Consultant, Former VP at The Washington Post

https://www.linkedin.com/in/janameron

Meet The Team:

Hélène Parker - Chief Programmatic Coach

https://www.heleneparker.com/

https://www.linkedin.com/in/helene-parker

Manuela Cortes - Co-Host

Programmatic Digest In Espanol:

https://www.linkedin.com/in/manuela-cortes-

Learn Programmatic

As a TEAM: https://www.heleneparker.com/workshop/

As a Programmatic Ninja: https://www.heleneparker.com/course/

Programmatic Coaching Newsletter: https://www.heleneparker.com/newsletter/

Programmatic Digest

https://www.linkedin.com/company/programmatic-digest-podcast

https://www.youtube.com/channel/UCBGMMRsZkw0IIUbQIJmMBxw

Looking for programmatic training/coaching?

Sign up to our Accelerator Program: A 6-week structured program with live coaching, hands-on within DSP(s) exercises, and real-time feedback—perfect for those who thrive on accountability and community, and looking to grow their technical skillset

https://reachandfrequencycourse.thinkific.com/courses/program

Self-Paced Course:

Full access to course content anytime, allowing independent learners to study at their own speed with complete flexibility.

https://reachandfrequencycourse.thinkific.com/bundles/the-reach-frequency-full-course

Sign up to this FREE workshop:

https://programmaticdigest14822.ac-page.com/sell-side-workshop

In this episode of the Programmatic Digest, host Ellen Parker welcomes two of LinkedIn's most active programmatic voices: Gary Guarnaccia and Ryan Verklin. Together, they dive into the realities of in-housing, retail media, DSP strategy, and the ongoing shifts in supply path optimization (SPO).

Ryan shares his journey from agency life to in-house at Bayer, where he helped lead the transition to hands-on programmatic buying before moving into retail media. Gary reflects on his role supporting Bayer's in-house teams through ad tech partnerships, ensuring programmatic and retail investments drive real business outcomes.

We dig into hot-button industry debates, including:

• In-house vs. agency vs. retail media networks – how traders' roles are evolving.

• DSP strategy – why more DSPs don't automatically mean more reach.

• Retail media networks – the difference between on-site and off-site, and how CPG brands leverage retailer data for incremental reach.

• Amazon DSP – is it really positioned to replace other omni-channel platforms?

• Traders' perspective – why user-friendly DSPs, efficient reporting, and reduced friction are critical to long-term success.

• SPO and transparency – reacting to Index Exchange's announcement and The Trade Desk's move to categorize SSPs as resellers.

The conversation highlights a recurring theme: programmatic traders need more love. Empowering the hands-on-keyboard teams with better tools, education, and collaboration leads to stronger business results—and less burnout.

If you're a programmatic trader, strategist, or leader navigating the complexities of DSPs, SSPs, and retail media, this episode is packed with insights and candid perspectives you won't want to miss.

Additional resource:

Gary LinkedIn post

About Us: We teach historically excluded individuals how to break into programmatic media buying and land their dream jobs. Through our Reach and Frequency® program, an engaged community, and expert coaching, we offer:

Programmatic Training & Coaching: Executive Membership: for the busy mid-level to senior or director-level programmatic ninja looking for a structured, high-impact way to stay ahead of evolving trends, sharpen your optimization skills, and connect with like-minded experts. Join Here: https://programmaticdigest14822.ac-page.com/executivemembership

Accelerator Program: A 6-week structured program with live coaching, hands-on DSP exercises, and real-time feedback. Sign Up: https://reachandfrequencycourse.thinkific.com/courses/program

Self-Paced Course: Learn at your own speed with full content access. Enroll Here: https://reachandfrequencycourse.thinkific.com/bundles/the-reach-frequency-full-course

Timestamps

00:00 – Welcome & Guest Introductions

03:11 – From Agency to In-House: Ryan & Gary's Journeys

08:35 – The Rise of Retail Media at Bayer

14:20 – DSP Strategy: Why More Doesn't Always Mean Better Reach

20:02 – Retail Media Networks: On-Site vs. Off-Site Explained

26:41 – Amazon DSP: Threat or Opportunity?

33:17 – Why Traders Deserve More Love in Ad Tech

40:05 – Reporting, AI, and Reducing Friction for Traders

46:28 – SPO Debate: Resellers, Transparency & Control

53:19 – Final Thoughts & Industry Takeaways

Meet Our Guest:

Gary Guarnaccia – Ad Tech Partnerships, Bayer

https://www.linkedin.com/in/gary-g-16328640/

Ryan Verklin – Retail Media Lead, Bayer

https://www.linkedin.com/in/verklin/

https://www.instagram.com/verklin/

https://x.com/verklin

Meet The Team:

Hélène Parker - Chief Programmatic Coach

https://www.heleneparker.com/

https://www.linkedin.com/in/helene-parker

Manuela Cortes - Co-Host

Programmatic Digest In Espanol:

https://www.linkedin.com/in/manuela-cortes-

Learn Programmatic

As a TEAM: https://www.heleneparker.com/workshop/

As a Programmatic Ninja: https://www.heleneparker.com/course/

Programmatic Coaching Newsletter:https://www.heleneparker.com/newsletter/

Programmatic Digest

https://www.linkedin.com/company/programmatic-digest-podcast

https://www.youtube.com/channel/UCBGMMRsZkw0IIUbQIJmMBxw

Looking for programmatic training/coaching?

Sign up to our Accelerator Program: A 6-week structured program with live coaching, hands-on within DSP(s) exercises, and real-time feedback—perfect for those who thrive on accountability and community, and looking to grow their technical skillset

https://reachandfrequencycourse.thinkific.com/courses/program

Self-Paced Course:

Full access to course content anytime, allowing independent learners to study at their own speed with complete flexibility.

https://reachandfrequencycourse.thinkific.com/bundles/the-reach-frequency-full-course

Join our next workshop by signing up to our waitlist below: https://www.heleneparker.com/waitlist/

In this episode of the Programmatic Digest, host Helene Parker welcomes Rosey Sutton, Head of Programmatic at Leadswell, for a deep dive into the world of B2B programmatic advertising.

Rosey shares her journey from traditional broadcast buying to programmatic leadership, offering practical insights into brand-to-demand strategy, content syndication, and how to connect brand awareness with demand generation for better results.

We explore the importance of aligning creative messaging with funnel stages, why programmatic often serves as the accelerator in B2B, and how intent data can transform targeting strategies. Rosey also breaks down common mistakes marketers make when siloing brand and demand teams—and how to build campaigns that nurture leads and maximize conversions.

Finally, we discuss the role of AI in programmatic, how marketers can use it responsibly to turn data into insights, and why storytelling is still at the heart of every great campaign.

If you've ever wondered how to truly connect the dots in B2B programmatic, this episode is packed with clarity and actionable takeaways.

About Us: We teach historically excluded individuals how to break into programmatic media buying and land their dream jobs. Through our Reach and Frequency® program, an engaged community, and expert coaching, we offer:

Programmatic Training & Coaching: Executive Membership: for the busy mid-level to senior or director-level programmatic ninja looking for a structured, high-impact way to stay ahead of evolving trends, sharpen your optimization skills, and connect with like-minded experts. Join Here: https://programmaticdigest14822.ac-page.com/executivemembership

Accelerator Program: A 6-week structured program with live coaching, hands-on DSP exercises, and real-time feedback. Sign Up: https://reachandfrequencycourse.thinkific.com/courses/program

Self-Paced Course: Learn at your own speed with full content access. Enroll Here: https://reachandfrequencycourse.thinkific.com/bundles/the-reach-frequency-full-course

Timestamps

00:00 – Welcome & Guest Intro

02:14 – Rosey's Career Journey: From Broadcast to Programmatic

05:02 – What Brand-to-Demand Really Means in B2B

09:28 – Content Syndication Explained

15:10 – Why Programmatic Accelerates the Funnel

18:47 – The Role of Intent Data in Campaigns

23:19 – Aligning Creative Messaging With the Funnel

28:44 – Using Analytics & GA4 to Tell a Better Story

34:26 – AI as a Tool for Insights & Optimization

41:57 – Rosey's Words of Wisdom for Programmatic Marketers

Meet Our Guest:

Rosey Sutton, LeadSwell

https://www.linkedin.com/in/rosalinesutton/

Meet The Team:

Hélène Parker - Chief Programmatic Coach

https://www.heleneparker.com/

https://www.linkedin.com/in/helene-parker

Manuela Cortes - Co-Host

Programmatic Digest In Espanol:

https://www.linkedin.com/in/manuela-cortes-

Learn Programmatic

As a TEAM: https://www.heleneparker.com/workshop/

As a Programmatic Ninja: https://www.heleneparker.com/course/

Programmatic Coaching Newsletter:https://www.heleneparker.com/newsletter/

Programmatic Digest

https://www.linkedin.com/company/programmatic-digest-podcast

https://www.youtube.com/channel/UCBGMMRsZkw0IIUbQIJmMBxw

Looking for programmatic training/coaching?

Sign up to our Accelerator Program: A 6-week structured program with live coaching, hands-on within DSP(s) exercises, and real-time feedback—perfect for those who thrive on accountability and community, and looking to grow their technical skillset

https://reachandfrequencycourse.thinkific.com/courses/program

Self-Paced Course:

Full access to course content anytime, allowing independent learners to study at their own speed with complete flexibility.

https://reachandfrequencycourse.thinkific.com/bundles/the-reach-frequency-full-course

Join our next workshop by signing up to our waitlist below: https://www.heleneparker.com/waitlist/

In this episode of the Programmatic Digest, host Manuela Cortes sits down with Angelina Eng, Vice President at IAB, to unpack the evolving world of measurement, attribution, and attention in digital advertising.

Angelina shares her deep expertise in helping reduce friction across the ad tech ecosystem and establishing industry best practices through IAB's Measurement, Addressability, and Data Center. She breaks down the misconceptions around last-touch attribution, the importance of assisted attribution, and how weighting ad formats can better reflect their role in the funnel.

We also explore the challenges and opportunities in publisher–buyer collaboration, the adoption of conversion API standards, and why standard taxonomies are critical for interoperability. Angelina offers practical steps for media buyers and publishers looking to elevate transparency, data harmonization, and campaign effectiveness.

The conversation also dives into the future of attention metrics, how they're being defined and measured, and whether they can become a standard KPI. Finally, Angelina shares her thoughts on how AI is reshaping the ad tech stack—from operations to optimization—while emphasizing the need for compliance, minimizing bias, and balancing human oversight.

Plus, we get to know Angelina beyond her work, including her love for the outdoors, salsa dancing, and family life.

If you've ever struggled with attribution models, measurement frameworks, or attention debates, this episode is packed with clarity and forward-looking insights.

About Us: We teach historically excluded individuals how to break into programmatic media buying and land their dream jobs. Through our Reach and Frequency® program, an engaged community, and expert coaching, we offer:

Programmatic Training & Coaching: Executive Membership: for the busy mid-level to senior or director-level programmatic ninja looking for a structured, high-impact way to stay ahead of evolving trends, sharpen your optimization skills, and connect with like-minded experts.

Join Here: https://programmaticdigest14822.ac-page.com/executivemembership

Accelerator Program: A 6-week structured program with live coaching, hands-on DSP exercises, and real-time feedback.

Sign Up: https://reachandfrequencycourse.thinkific.com/courses/program

Self-Paced Course: Learn at your own speed with full content access. Enroll Here: https://reachandfrequencycourse.thinkific.com/bundles/the-reach-frequency-full-course

Timestamps

00:00 – Welcome & Guest Intro 01:43 – Attribution Misconceptions Explained 05:26 – Assisted Attribution & Weighted Assets 08:26 – Conversion APIs & Publisher Collaboration 11:12 – Attention Metrics: Hype vs Reality 18:26 – Standardization & IAB's Role in Data Alignment 26:05 – How AI is Reshaping Ad Tech 30:53 – Fun Facts with Angelina Eng

Meet Our Guest:

Angelina Eng, IAB

https://www.linkedin.com/in/angelinaeng

Meet The Team:

Hélène Parker - Chief Programmatic Coach

https://www.heleneparker.com/

https://www.linkedin.com/in/helene-parker

Manuela Cortes - Co-Host

Programmatic Digest In Espanol:

https://www.linkedin.com/in/manuela-cortes-

Learn Programmatic

As a TEAM: https://www.heleneparker.com/workshop/

As a Programmatic Ninja: https://www.heleneparker.com/course/

Programmatic Coaching Newsletter: https://www.heleneparker.com/newsletter/

Programmatic Digest

https://www.linkedin.com/company/programmatic-digest-podcast

https://www.youtube.com/channel/UCBGMMRsZkw0IIUbQIJmMBxw

Looking for programmatic training/coaching?

Sign up to our Accelerator Program: A 6-week structured program with live coaching, hands-on within DSP(s) exercises, and real-time feedback—perfect for those who thrive on accountability and community, and looking to grow their technical skillset

https://reachandfrequencycourse.thinkific.com/courses/program

Self-Paced Course:

Full access to course content anytime, allowing independent learners to study at their own speed with complete flexibility.

https://reachandfrequencycourse.thinkific.com/bundles/the-reach-frequency-full-course

Join our next workshop by signing up to our waitlist below: https://www.heleneparker.com/waitlist/